Cambridge Business Association
Three Personalization Imperatives During the Crisis
Article

Three Personalization Imperatives During the Crisis

Mark Abraham, Lauren Wiener and Mitch Colgan
Boston Consulting Group, 2020
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The COVID-19 crisis brings an uncertain business environment and below-average consumer sentiment. To thrive in such an environment, companies must become even more customer-focused and fine-tune their offerings to the situation at hand. Boston Consulting Group’s Lauren Wiener, Mark Abraham and Mitch Colgan offer three tangible steps to help you win and retain online customers during the crisis.

Summary

To navigate the uncertain business environment amid the COVID-19 crisis, companies should personalize their engagement with customers.

A significant drop in consumer confidence combined with growing economic concerns is challenging companies that are trying to chart a course through the COVID-19 crisis.

Brands that can personalize their customer engagement and target their marketing budgets accordingly will have an edge as the pandemic ebbs.

Analyzing data from various sources can help you understand where and how to engage with your customers.

Brands should embrace three methods of improving their one-on-one interaction with customers to create and deliver the most potent message...

About the Authors

Lauren Wiener is a managing director and partner in the New York office of Boston Consulting Group. Mark Abraham is a managing director and senior partner in the firm’s Seattle office. Mitch Colgan is a partner in BCG’s Chicago office.

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